Presentation from #icscmocial in Austin, TX. The social landscape is changing every day. For marketers, knowing which networks warrant investment is no small feat. Simply Measured’s Director of Business Development, Jeff Gibb, will take a data driven perspective on how leading brands are using social media across major social channels. Jeff will use hard data to highlight trends and benchmarks for each network as well as the commonalities and differences relevant for marketers. This talk will also go a level deeper and show specific tactics and analytics behind some of the top brands winning with social media. If you love graphs and social media, this session is for you.

1. The Data Driven Approach to Social Media

2. • Leads Business Development
@simplymeasured
• Below Average Ping-Pong
Player
@jeffgibb
The Data Driven Approach to Social Media

3. Simply Measured At A Glance

4. Simply Measured At A Glance
Trusted by 800 Customers, including 40 of the Top 100
Global Brands

5. The Leader in Social Media Analytics

6. DATA LIES
AHEAD

7. Today’s Primary Data Source

8. The Intebrand 100

9. Do We Really Need Data In Social?

10. We All Know Social Media Is Big
Source: Search Engine Journal

11. Brands Have Arrived, And They’re Here To Stay
98% 98% 99%
87%
71% 73% 74%
31%
94% 94%
85%
80%
65%
55% 52%
21%
0%
20%
40%
60%
80%
100%
120%
%ofInterbrand100
Interbrand 100 Social Media Adoption
Brand Accounts Active Brand Accounts

12. The Best Is Yet To Come For Social

13. Social Is Becoming Increasingly Complex
2007 2014

14. There Are 8-10 Major Social Networks

15. Networks Change Every Month

16. New Networks Are Constantly Emerging

17. Data Overload Creates Opportunity

18. The Gap Between Data & Results

19. What Works For Leading Brands In Social?

20. We’ve Seen Common Threads In The Data
Visual Dedicated
ExperimentalConsistent

21. Visual

22. Growth Of The Visual Web
Comscore – State of Digital Advertising Q1 2014

23. Consumers Are Creating Visual Content

24. Visual Content on Facebook

25. Visual Content On Tumblr

26. Dedicated

27. The Leaders Invest In Customer Service

28. Activity Of CS Handles Increasing
91% YoY Growth

29. The Best Of Both Worlds
Top CS Brands Respond Quickly and at a High Rate

30. Consumers Are There Around The Clock
@AskAmex Aligns with Customer Demand

31. Consistency

32. Audi On Instagram

33. Pepsi’s Cross Channel Assets

34. Experimental

35. Testing New Features
3%
8%
11%
14%
12%
16%
11%
13%
26%
20%
23%
18%
14%
19%
15%
26%
16%
19%
19%
0%
5%
10%
15%
20%
25%
30%
12-Jun13-Jun14-Jun15-Jun16-Jun17-Jun18-Jun19-Jun20-Jun21-Jun22-Jun23-Jun24-Jun25-Jun26-Jun27-Jun28-Jun29-Jun30-Jun
%ofBrandPostswithHashtags
Percentage of Brand Posts Containing Hashtags
Brands Adopt Facebook #hashtags

36. Experimenting With New Content Types
Lululemon Adopts Instagram Video

37. Experimenting With Community
91%
83%
90%
134%
104% 107% 104%
86%
0%
20%
40%
60%
80%
100%
120%
140%
160%
Average Engagement Average Shares Average Likes Average Comments
Percentage of Engagement Compared to Brand Average
Brands that don't allow user posts Brands that allow user posts

38. Brands Begin Conversations On Twitter

39. Brands Begin Conversations On Twitter

40. 3 Weeks Later…

41. Coordinated & Integrated: Starbucks

42. From The Fine Folks @Amazon

43. #amazoncart Social Commerce

44. #amazoncart Volume

45. Social Commerce Will Continue To Evolve

46. Data Driven Strategy By Network

47. Data Driven Strategy By Network

48. Facebook’s User Total Is Staggering
“Facebook currently has more users than the entire internet had in 2004.”
– Internet World Stats

49. Facebook Has 3x Penetration Of Online Adults

50. Facebook - Highest Frequency Of Use

51. Facebook Is Changing
Organic Reach Is Declining For Two Main Reasons:
1. “There is now far more content being made than there is time
to absorb it.”
2. “Rather than showing people all possible content, News Feed is
designed to show each person on Facebook the content that’s
most relevant to them.”

52. Data Driven Strategy By Network

53. Twitter – Images Are A Game Changer

54. Twitter – Images Are A Game Changer

55. Twitter – Expanded Image Views
Expanded previews have doubled the engagement per Tweet
on pic.twitter.com photos for Top 100 Brands

56. Twitter – The Domination of pic.twitter

57. Data Driven Strategy By Network

58. Instagram – Highest Engagement Rate
Mercedes-Benz Has Over 400% Engagement As
A % of Audience

59. Instagram Emerges As The Fastest Growing Audience
Instagram Consistently Has The Highest Growth Rate
For Top Brands

60. Top Performing Post – Mercedes-Benz
83% of Instagram Posts by Top 100 Brands includes at least 1 hashtag

61. Instagram - #mercedesbenz vs. #instacars

62. Data Driven Strategy By Network

63. Tumblr – Longest Shelf Life
Close To 30% Of Post Engagement Occurs After 30 Days

64. Tumblr – MTV’s Visual Network
Several Content Types, But All Roads Point To Visual

65. MTV On Tumblr
2/3 of MTV Tumblr Photos are GIFs

66. Data Driven Strategy By Network

67. Vine – Impact On The Superbowl
There Were A Few Winners On Super Bowl Sunday

68. Vine – Emerging As A Key Advertising Tool
Arnold & Ian Starred On YouTube, Vine And Network T.V.

69. Vine – Leveraging Twitter To Distribute
Engagement On Vines Posted On Twitter Tell The Story
Performance Within Vine Is A Secondary Success Metric

70. Adidas Invested In Vine Throughout #worldcup

71. Vine + Twitter Created A Huge Audience
Close to 80M Potential Impressions on Twitter Alone

72. Let The Data Guide You!

73. Thank you!
Let’s Stay in Touch
@jeffgibb
jgibb@simplymeasured.com
www.simplymeasured.com/blog